Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Writing Instruments in Spain

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Executive Summary

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PROSPECTS

Learning to cohabitate

After a weak performance in recent years, writing instruments returned to positive value growth in 2018. The improving economy and rising employment is boosting demand for writing instruments in the working environment and supporting overall performance.

Fewer sales among children

The negative Spanish birth rate is the biggest threat to growth within writing instruments over the forecast period. Indeed, 2016 was the first year in Spanish history where the number of deaths was higher than the number of births, with the same trend being seen in 2017.

Seducing new consumers without forgetting old ones

Over the review period, and in order to reduce the dependency on children, most players made an extra effort to attract adult consumers. The popularity of colouring mandalas as an anti-stress therapy has helped to boost demand for markers and highlighters.

COMPETITIVE LANDSCAPE

International players dominate sales

International players dominate writing instruments, including giants such as Japanese company Pilot Corp, French players Bic and Richemont, and German companies Staedtler and Schwan-Stabilo. These players were the five most important companies within writing instruments in 2017.

Pilot Corp continues to lead sales

Writing instruments has traditionally been led by Pilot Corp in Spain. The company’s strength can be attributed to the popularity of its brand among Spanish office workers and students.

Bic continues to benefit from large demand among schoolchildren

Bic was the second-best player in writing instruments in 2017. The company benefits from offering a wide product range and enjoys strong consumer trust in products such as Bic Cristal.

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